TripleDart SaaS Trends (Week 77)

Highlights of the Week

Belgian ERP Giant Odoo Secures €500M Investment, Achieves €5B Valuation

Odoo's software empowers businesses to streamline operations, optimize processes, and scale effectively. Its versatile platform covers inventory, accounting, e-commerce, and marketing, serving startups to established enterprises with tailored solutions. (source)

Kodiak Hub Raises €6M to Revolutionize AI-Driven Procurement

Kodiak Hub secures €6M funding to expand its AI-powered procurement platform. The investment supports enhancing supply chain transparency, sustainability, and efficiency, empowering businesses with smarter, data-driven procurement solutions.(source)

Google Search CTR Trends Q3: Key Insights for Marketers

Q3 Google Search CTR data shows declining desktop CTRs, rising mobile CTRs, and increased paid ad clicks. The travel, tech, and retail sectors saw significant shifts, emphasizing evolving user search behaviors. (source)

Google Unveils First-Party Data Solution for Enhanced Analytics

Google introduces a first-party data solution to help Analytics users adapt to a cookieless future. The update enables privacy-focused tracking, better audience insights, and enhanced ad personalization without relying on third-party cookies. (source)

Marketer to follow

Sidney Waterfall is the current SVP of GTM Strategy and Co-founder of Passetto. Previously , she was the Senior Vice President of Growth at Refine Labs, a demand generation marketing firm specializing in B2B companies. citeturn0search2 She has extensive experience in B2B SaaS marketing, focusing on transitioning teams from MQLs to revenue-driven strategies.

Why should you follow her?

1. Deep Expertise in B2B Marketing: As the Senior Vice President of Growth at Refine Labs, Sidney brings extensive experience in B2B SaaS marketing. Her insights into demand generation and go-to-market strategies are invaluable for marketers aiming to drive growth and revenue.
2. Innovative Approaches to Demand Generation: Sidney shares advanced methodologies, such as utilizing High Intent Revenue Opportunities (HIRO) to predict pipeline ROI. Her content provides actionable advice on optimizing marketing efforts to achieve measurable results.
3. Thought Leadership on Emerging Marketing Trends: She delves into contemporary topics like dark social and self-reported attribution, offering fresh perspectives on modern marketing challenges. Engaging with her content keeps professionals informed about the latest industry developments.

You can follow her here.

Tweet of the Week!

No marketing tips this week, but here are ten good ones for your mindset. This thread breaks down Daniel Kahneman’s findings and explains how we can build a more helpful mindset using his research. Read the full thread here.

Case Study

How TripleDart Helped Astra Security Increase MQLs 6x Without Increasing Its Cost Per MQL

Overview

Astra Security is a privately held US- and India-based cyber security company that offers a one-of-a-kind pentest platform used by 500+ businesses. The platform enables modern-day engineering leaders to become proactively secure by uncovering vulnerabilities in their applications through continuous vulnerability scans.

Challenge

When Astra met Tripledart, it wanted to solve and scale against two challenges:

1. Getting leads at scale: Astra had trouble scaling the account while maintaining the same lead flow and cost per lead. Despite increasing budgets, Astra couldn’t scale their existing paid campaigns. More budget simply did not result in increased conversions.
2. Identifying opportunities for growth: Astra’s second sore spot was identifying new campaigns that would give consistent leads.

Strategy

Our plan to fuel Astra’s growth was this:

1. We began creating landing pages optimized for Astra’s audience to easily learn about Astra’s offerings and value proposition.
2. We revamped the account structure by focusing on geo-specific campaigns to help scale ?the account.
3. We focussed bidding on keywords targeting in-market audiences who would likely possess the intent to book a demo.
4. We identified keyword opportunities in the USA which also packed similar buying or prospecting intent and planned ad campaigns to capture such opportunities in the US market.
5. Ideated and ran new experimental campaigns to identify potential keywords at scale

Outcomes

Before working with Tripledart, Astra spent 140k on its Google ad campaigns and garnered 50 contacts. However, the 50 leads resulted in a mere 11 MQLs.

We started out with an ad budget of $40,000. Between July and September 2023, we scaled our budgets to $60,000 and $ 80,000.

In this period, Astra Security raked 65-70 MQLs monthly - a sixfold increase at a budget of $80,000 (spending 75% less than what Astra did).? More importantly, we maintained the cost per MQL at $1100 despite increasing our budgets.

The account scaled month on month with a steady increase in pipeline and MQLs.

PPC Creative of the week

Why is this creative effective?

1. Clear and Engaging Headline: "BEWARE OF DEAL FATIGUE" is a strong, attention-grabbing headline that immediately highlights a common challenge for sales professionals.?
2. Concise and Actionable Message: The copy explains the problem (deal fatigue) and provides actionable insights (involve decision-makers in only one or two impactful conversations). It's simple, straightforward, and highly relevant to its target audience.
3. Strong Visual Support: The graph at the bottom visually supports the key takeaway: win rates are highest when decision-makers aren't overly involved. The visual aids comprehension and makes the data-driven insight more memorable.?
4. Call-to-Action Implied: The phrase "sell to power but don’t fatigue power" summarizes the key advice and leaves readers with a clear next step, encouraging them to rethink their sales strategy.

Tip of the week?

Want to learn product marketing? These books can surely get you prepared - I myself have raced through Obviously Awesome twice!

Webinar Alert!

Topic: Unlocking AI for Marketing: End 2024 Strong, Start 2025 Ahead

Speakers:?

1. Alex Mathews, Senior Director of Business Development, Typeface
2. Katie Murphy, Customer Success, Typeface

Date & Time: Wednesday, December 4 at 2PM, ETS

Register here